Professional Documents
Culture Documents
Provide graphical summary of brands positioning in relative or absolute terms across a range of perceptions/images
Group respondents in terms of their similarity and/or dissimilarity to establish previously undiscovered attitudinal and/or behavioral segments. Used to: examine inter-relationships between variables, with the aim of data reduction, or to identify underlying themes
Conjoint Analysis
Identifies the relative worth or value of each level of several attributes from rank-ordered preferences of attribute combinations
Objectives
To understand a range of business contexts / questions that can be best answered through Multivariate Modeling To get an overview of the most widely used Multivariate Analytical Methods
To be able to decide / advise what technique to use in what context
Multivariate Methods
A set of advanced statistical techniques that analyze more than two variables at the same time
Prediction
Explanation
Reduction
Grouping
Mapping
Dependence Techniques
Clearly hypothesized relationships between sets of variables At least one variable dependent on some other variables At least one variable considered independent of others and predicting the dependent
Interdependence Techniques
No specific hypotheses about relationships among variables Therefore, no variable is especially identified to be dependent on some other variables; no variable considered independent of others and predicting the dependent Variables could be inter-dependent
Multiple Regression Logistic Regression Discriminant Analysis Multivariate Analysis of Variance Conjoint Analysis Structural Equation Modeling
Analysis
Session 1
Regression
Quantifies the of the relationship between a dependent variables and some explanatory independent variables Analyst specifies the nature of the relationship, ie which are the dependent and independent variables
Regression
Simple (bivariate) Regression
The starting point for multiple regression Bivariate regression is the same analyses as finding correlation between independent and dependent variable
Ajay Macaden
4 6 8 10 Satisfaction with Hobbies
7 point scales
Simple linear regression has only one independent variable Model fit from R2 = 0.975 R2 indicates the proportion of the total variation in the dependent variable explained by the independent variable
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X 100
125
Advertising Spend
Line of best fit: Y = 1.8 + 2.15*X Sales value = constant + multiple of advertising expenditure
The dependent variable Y in a regression will be a Key Performance Indicator (KPI) What are the key drivers of customer satisfaction? Or what are the biggest influencers of brand equity in the market? From a questionnaire we maybe interested in one variable in particular eg purchase intention, likelihood to recommend, overall satisfaction, the amount of sales of a product, an overall rating of service When this type of variable represents the key interest within a survey, Regression refers to this as the Dependent variable
Illustration: 1
Can I explain Sales using Investments in Advertising and Incentives to Sales force?
Multiple Regression
Example: check how well the regression model fits the data, using R2
R-square (R2) is an overall measure of how well the model (the regression equation) explains the variance in the data R2 is always between 0 and 1:
An R2 value of 0.222 means it explains 22% of the variance in the data The bigger, the R2 value, the better An acceptable level for R2 depends on the research setting, but low ones are accepted in the market research industry. But preferably at least 0.6 and higher
Use the Adjusted R2 which takes account of the sample size and the no. of independent variables. Often there is not a large difference between this and the R2
Model Summary Model 1 R .471(a) R Square Adjusted R Square Std. Error of the Estimate .222 .171 .603
Model
Sig.
(Constant) 3.640 .085 42.664 .000 REGR factor score 1 .235 .086 .355 2.727 .009 1 REGR factor score 2 .062 .086 .093 .716 .478 REGR factor score 3 .196 .086 .296 2.276 .028 a Dependent Variable: Q58. Overall how satisfied are you with XXX as a life insurance company as a w
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y independent